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Nishant sir s igcse business studies marketing mix apple products in india meso rise academy

IGCSE BUSINESS STUDIES

mesorise

mesorise

@gmail.com

@gmail.com

Marketing

Apple Products

in india

Whtsapp No -9810773664

Malviyanagar , South Delhi

Prepared by :Tripurari

Tripurari Dwivedi

Dwivedi Nishant

Nishant

Copyright © 2015

© 2015 meso rise publishing, a unit of MEI Pvt. Ltd.,business studies , all right reserved.


Nishant sir s igcse business studies marketing mix apple products in india meso rise academy

Marketing mix :

Apple

Products

in india

Copyright © 2015

© 2015 meso rise publishing, a unit of MEI Pvt. Ltd.,business studies , all right reserved.


Nishant sir s igcse business studies marketing mix apple products in india meso rise academy

Marketing is the soul of any business, so is true for

famous apple products in india

Marketing is the management proces

which identifies consumer wants, predict future wants,

create wants and find ways to use these wants to the

fullest (most profitably). Businesses try to satisfy

wants in the most profitable way possible. Marketing

covers a wide range of activities such as:

advertising,packaging,promotion, etc…

Copyright © 2015

© 2015 meso rise publishing, a unit of MEI Pvt. Ltd.,business studies , all right reserved.


Nishant sir s igcse business studies marketing mix apple products in india meso rise academy

A successful Marketing department for apple products should be

able to achieve these objectives for the business:

 To increase sales revenue and profitability in india

To increase market share (percentage of sales a product has in a

market)

. To maintain or improve image of a product or company.

 To target a new market or market segment.

 To develop new products or improve existing ones.

SWOT

SWOT analysis

analysis

It is important for the firm to evaluate its position. .It assess these things:

 Strengths (internal)

 Weaknesses (internal)

 Opportunities (external)

 Threats (external)

If Apple wants to market its product in India, it has to do

SWOT analysis for its products.


Nishant sir s igcse business studies marketing mix apple products in india meso rise academy

Market segments

Market segments are parts of a market which contains people which have

similar preferences for their products. The Marketing department should

know which segment their product fits the most, so that they can advertise

and sell their products to it.

There are two ways to segment markets.

By the type of product or the attributes of the customers buying it.

Here are two types of markets which are segmented based on the product:

 Mass market: Where there is a large number of sales of a product. (e.g.

Pepsi can be bought anywhere)  Niche market: A small market for

specialised products. (e.g. Ferrari cars)

Apple is an elite product and its market is a Niche market. Hence, it has to

focus on the rich and highly educated middle class to sell its products.

Market

Market can be segmented

can be segmented depending on peoples’ buying habit of

depending on peoples’ buying habit of theproduct

  Income

Income   Age

Age   Region

Region   Gender

Gender   Use of product

The Apple inc. should focus on teenagers and adults belonging to a rich

The Apple inc. should focus on teenagers and adults belonging to a rich

segment of the Indian society who specially buy lifestyle products for

segment of the Indian society who specially buy lifestyle products for

distinction.

distinction.

theproduct

Lifestyle

Use of product   Lifestyle


Nishant sir s igcse business studies marketing mix apple products in india meso rise academy

The marketing mix

The marketing mix is a term that describes how products are marketed.

Marketing research is optional if product is well- known internationally.

However, market research will provide more accuracy and objectivity if it

is done in the context of India. The rest is summarized into the four P's.

Basic mantras of success lies in 4 P’s of marketing as below : 

Product: Design and quality, competitiveness, packaging, etc… 

Price: There are different pricing strategies. Businenses need to use

them so that they increase sales. 

Promotion: Advertising and promotion. Discounts, TV adverts, sales,

packaging, etc… 

Place: The location of the point of sale (the shop). Channels of

distribution. Type of shop (wholesaler or retailer)

For a success in Indian market, even Apple has to use all the 4 P’s

effectively to maxamize its profit, sales revenue, and market share.


Nishant sir s igcse business studies marketing mix apple products in india meso rise academy

The Apple is a highly valued international brand, it can set

high price while selling its products in India . In order to

improve its brand image further, it has to focus on :  Unique

packaging.  Needs advertising to enforce the brand's

qualities.  Higher price than unbranded products.  Higher

quality than unbranded products.  Creates a brand image

(unique image associated with using the product)  Creates

brand loyalty.  Consistent quality.

Packaging - Getting the packaging right is very important.

Packaging performs several tasks:  Protecting the product

(also includes preserving foods)  Making it easy to transport.

 Allow the product to be used easily. Container must be able

to be opened easily. (e.g. juice in a can)  Suitable for the

product to fit in. Packaging also helps promote the product:

 Make it eye-catching.  Carries information about the

product.  Promotes the brand image.


Nishant sir s igcse business studies marketing mix apple products in india meso rise academy

The product life

The product life cycle

cycle

For the Indian market, Apple products are known. Thus it has crossed the

For the Indian market, Apple products are known. Thus it has crossed the

introductory level. The Apple for India is in the second stage of its life cycle

introductory level. The Apple for India is in the second stage of its life cycle

where big growth potential is still untapped.

where big growth potential is still untapped.

Persuasive and informative

Persuasive and informative advertising

advertising should be

, sales revenue and brand

, sales revenue and brand loyalty.

should be used to

used to increase market share

increase market share

loyalty.


Nishant sir s igcse business studies marketing mix apple products in india meso rise academy

Product Range

Apple products are highly priced, that limits its market specially in the case

of India. A lot of people do not have so much purchasing power to buy

Apple products, even though they dream to buy them. For a success in

Indian market, Apple must come up with a varied range of products

keeping in mind the purchasing power of middle class as well. In India, 200

million families long for better quality of life and better goods. If Apple

introduces products that suit this class also, there will be great increase in

sales revenue and profit for Apple.


Nishant sir s igcse business studies marketing mix apple products in india meso rise academy

Price and the Marketing Mix

Price and the Marketing Mix

•Price is a very important part of the marketing mix

Price is a very important part of the marketing mix

•Price directly influences profits by creating revenue

Price directly influences profits by creating revenue

•Price helps a business “differentiate” its product or service compared with

Price helps a business “differentiate” its product or service compared with

other, similar products

other, similar products

  E.g. High price = better quality?

E.g. High price = better quality?

  E.g. Low price = better value / lower quality?

E.g. Low price = better value / lower quality?

The price that is set must be consistent with everything else in the

The price that is set must be consistent with everything else in the

marketing mix.

marketing mix.

  E.g. a high

E.g. a high- -priced product needs to have features/benefits that

priced product needs to have features/benefits that

customers feel justify paying more

customers feel justify paying more

•Main objective of setting the right price is to generate the level of sales

that meets the objectives of the business . Possible objectives that

influence price-setting:Maximising profits

•Maintaining or increasing share of a market,

• Entering a new market and

• getting a product/service accepted by customers in the new market

• Increasing sales volume (e.g. to make more efficient use of production)


Nishant sir s igcse business studies marketing mix apple products in india meso rise academy

Factors affecting demand  The popularity of substitute products.

(products that can be used instead of the product)  The popularity

of complementary products. (products that require each other or are

used together)  Changes in income.

 Changes in taste and fashion.  Changes in advertising.

Factors affecting supply

• Costs in supplying goods to the market: Price of raw materials.

• Wage rates.

• Improvements in technology: Makes it cheaper to produce goods.

•Taxes and subsidies: Higher taxes mean higher costs.

Market demand for Apple products is quite inelastic, hence apple can

charge high prices for its products in Indian market too. Supply condition is

also favorable for apple as it is one of the largest MNC’s producing and

selling its product in this particular product group. We cant deny the

importance of reasonably priced products for India, if Apple has to increase

its market share and market demand to boost its sales revenue and profit in

India.


Nishant sir s igcse business studies marketing mix apple products in india meso rise academy

Suitable pricing for Apple :Price- skimming

Apple should charge lesser price in India than what it is charging in

international market.It should go for charging the highest price in India in

same product group. High prices are used when a new product is introduced

into a market, partly because it has a novelty factor, and because of the high

development costs. High prices could be charged, because a product is high

quality. One last use of it is to improve the brand image of a product, since

people usually associate high price with good products.

establish a product as being good quality.

because of high price.

Psychological

Psychological pricing

Apple is considered to be the best throughout the world hence Apple should also adopt

psychological pricing as a well thought strategy because people believe that a costly

product is better than others.Psychological pricing involves setting the price that changes

consumers perception of a product. This may be by:

Using high price to make using the product give the user a status symbol.

 Pricing a product at just below a whole number (e.g. $99) which gives it an impression

that it is cheaper. ucts

Skimming can help

It may lose potential customers

pricing


Nishant sir s igcse business studies marketing mix apple products in india meso rise academy

The role of promotion in the marketing mix Promotion informs consumers about the

rest of the marketing mix. Without it, consumers do not know about the product, the

price, or the place. Promotion is more than just advertising, and it includes several

activities. It is crucial when you are selling in a mass market or you have a brand

name. Promotion includes:

Advertisements: They can take different forms, e.g. on TV, in newspapers. „h

Promotion: e.g. Money off coupons. Personal selling: Sending out sales

representatives to talk directly to the consumers.

Public relations: Involves making the public aware of the company, e.g. creating

publicity in the media.

The aims of promotion

To inform people about particular issues.

To introduce new products to the market.

To compete with competitors products.

To improve the company/brand image.

To increase sales.

Copyright © 2015

© 2015 meso rise publishing, a unit of MEI Pvt. Ltd.,business studies , all right reserved.


Nishant sir s igcse business studies marketing mix apple products in india meso rise academy

Promotion

Different types of

Different types of promotion

promotion

Promotion

Promotion is usually used to support advertising and to encourage new or

is usually used to support advertising and to encourage new or

existing customers to buy the product. Its main function is to boost sales in the

existing customers to buy the product. Its main function is to boost sales in the

short

short- -term.

term. It is used to attract new

It is used to attract new customers

customers

Here

Here are some ways in which promotion

are some ways in which promotion can be used by Apple in Indian market :

  Price reductions: Involves sales or price reduction coupons

Price reductions: Involves sales or price reduction coupons. .

can be used by Apple in Indian market :

  Gifts: Gifts are placed in the packaging of the product to encourage

Gifts: Gifts are placed in the packaging of the product to encourage

consumers to buy it. (e.g.

consumers to buy it. (e.g. some free accessories to Apple buyer).

some free accessories to Apple buyer).

  Competitions: A card may be put in the packaging allowing the consumer to

Competitions: A card may be put in the packaging allowing the consumer to

enter contests such as the lottery

enter contests such as the lottery. .

  Point

Point- -of sale displays and demonstrations: Can be put near the window and

of sale displays and demonstrations: Can be put near the window and

displayed attractively.

displayed attractively.

Copyright © 2015

© 2015 meso rise publishing, a unit of MEI Pvt. Ltd.,business studies , all right reserved.


Nishant sir s igcse business studies marketing mix apple products in india meso rise academy

 After sales service: e.g. warranty services. It reassures the

customers that if the product has a problem then they can go and

fix it for free. This make the product more attractive than others

without warranty.

The advantages of promotion

 Can boost sales during the year when sales are traditionally

low (encourage off-season purchases)

 Encourages people to try a product.

 Encourages people to buy a product or the product in greater

quantities.

 Encourages people to buy a product instead of competitors‘

products.

Copyright © 2015

© 2015 meso rise publishing, a unit of MEI Pvt. Ltd.,business studies , all right reserved.


Nishant sir s igcse business studies marketing mix apple products in india meso rise academy

Marketing mix - place

Consumers should be able to get to the product easily, and the

product has to be in the right place (e.g. expensive chocolate

shouldn't be in a small grocery store) to sell well.

Channel 4: Involve selling the product overseas through an agent,

who sells them to wholesalers on behalf of the company. This

may be because he/she has better knowledge of the local

conditions.

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© 2015 meso rise publishing, a unit of MEI Pvt. Ltd.,business studies , all right reserved.


Nishant sir s igcse business studies marketing mix apple products in india meso rise academy

E E- -commerce

commerce

E E- - commerce is a well known method these days to increase the

commerce is a well known method these days to increase the

sales in a short period of time because a large segment of the

sales in a short period of time because a large segment of the

population is always on the web searching economical and good

population is always on the web searching economical and good

quality products. Apple can make its own commercial site for

quality products. Apple can make its own commercial site for

display and sale of its products. The

display and sale of its products. The use of the internet to carry

out business

out business transactions is faster and most popular way for

transactions is faster and most popular way for

effective marketing.

effective marketing.

Finally, after all the four P's of the marketing mix have been

Finally, after all the four P's of the marketing mix have been

decided, the Marketing

decided, the Marketing department of Apple

department of Apple will put them

together into one marketing plan. It will also consider how the 4

together into one marketing plan. It will also consider how the 4

P's will be modified or adapted to fit

P's will be modified or adapted to fit the overall

product. If this is successful, sales and profits will be likely to

product. If this is successful, sales and profits will be likely to

increase

increase

Copyright © 2015

use of the internet to carry

will put them

the overall image of the

image of the

© 2015 meso rise publishing, a unit of MEI Pvt. Ltd.,business studies , all right reserved.


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